Got Milk? is an American advertising campaign encouraging the consumption of cow's milk, which was
created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 and later licensed for use by milk processors
and dairy farmers. It has been running since October 24, 1993. The campaign has
been credited with greatly increasing milk sales in California[1] though not nationwide.[2]
Got Milk?
is one of the most famous commodity brand and influential
campaigns in the United States.
The advertisements would
typically feature people in various situations involving dry or sticky foods
and treats such as cookies. The person then
would find himself in an uncomfortable situation due to a full mouth and no
milk to wash it down. At the end of the commercial the character would look sadly
to the camera and boldly displayed would be the words, "Got Milk?"
The first Got Milk? advert ran on
October 29, 1993, and featured a hapless history buff (played by Sean Whalen) receiving a call to answer a
radio station's $10,000 trivia question (voiced by Rob Paulsen), "Who shot Alexander
Hamilton in that famous duel?"
The man's apartment is shown to be a private museum to the duel, packed with
artifacts. He answers the question correctly, but because his mouth is full
of peanut butter and he has no milk to wash it down, his answer is
unintelligible. The ad, directed by Hollywood directorMichael Bay, was at the top of the
advertising industry's award circuit in 1994.[3] From
1994 to 1995, fluid milk sales in the 12 regions totaled 23.3 billion pounds,
and increased advertising expenditures amounted to $37.9 million. In 2002, the
ad was named one of the ten best commercials of all time by a USA Today poll, and was run again
nationwide that same year. It has since been featured in books on advertising
and used in case studies.[citation needed]
The slogan "Got Milk?"
was licensed to the National Milk Processor Board (MilkPEP) in 1995 to use on
their celebrity print ads, which, since then, have included celebrities from
the fields of sports, media and entertainment, as well as fictional characters
from TV, video games, and film such as The Simpsons, Batman, Mario, The Powerpuff Girls posing
in print advertisements sporting a "milk mustache," employing the
slogan, "Where's your mustache?"
Former California Gov. Gray Davis
expressed his dislike for one commercial and asked if there was a way to remove
it from the air. It featured two children who refused to drink milk because
their elderly next-door neighbor is energetic despite not drinking it. He is
going to use his wheelbarrow when suddenly his arms snap off, because without
his consumption of milk, his bones are weak and frail. The now-frightened
children start imbibing the fluid. [4]
In 2006, the campaign went after
a new demographic with a series of Spanish-language “Toma Leche?” or “Do you
take/drink milk?” ads in which milk is touted as a "wonder tonic"
with muscle and hair building qualities.[5]
According to the Got Milk?
website, the campaign has over 90% awareness in the US and the tag line has
been licensed to dairy boards across the US since 1995. Got Milk? is a powerful
property and has been licensed on a range of consumer goods includingBarbie dolls, Hot Wheels, baby and teen apparel, and
kitchenware. The trademarked line has been widely parodied by groups
championing a variety of causes. Many of these parodies use a lookalike rather
than the actual persons used in the original Got Milk? adverts.
In 2008, the campaign capitalized
on the poor economic condition of Americans and used financial adviser and talk
show host, Suze Orman, in an effort
to advertise milk as a smart and nutritious commodity to purchase.[6]
The voice saying "Got
Milk?" in the television commercials is that of veteran voiceover actor Denny Delk, however other anonymous
narrators have said the question on occasion.
From : www.wikipedia.org
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